Brand Management: Research, theory and practice

AC2ID framework 55, 61, 62–63, 64 adaptive paradigm 252f, 253, 254 Adbusters 221 advertising 38–39, 215–16, 218 American Marketi ...

paradigm 251–52, 254; projective paradigm 252f, 253, 254; relational paradigm 252f, 253, 254 brand meaning 171, 173, 175, 177, 1 ...

approach 85; key reading 246; key words 246; managerial guidelines 107–8; ‘market sensing’ priority 103; methods 246; multidisci ...

emotional branding model 255, 256 ethnographic methods: creative interpretation 194–95; cultural approach 226; data collection 1 ...

paradigm concept 22 Pepsi 141b personality approach 3, 23; brand- consumer exchange 120, 144f; brand perspective 247; brand-self ...

semiotics, and deconstruction of meaning 216, 225–26 signalling theory 38–39 Snapple, iconic brand 218– 219, 239 social brand pe ...